Bangladeshi Producer Sanjoy Deb Brings FIFA Anthem Siir Siir to NBCs Today Show
When NBC’s Today turned its studio into a football stadium, Bangladeshi‑born producer Sanjoy Deb turned the spotlight on his FIFA World Cup 2026 anthem, “Siir Siir,” on July 3, 2026. The set, part of a sports‑themed episode, featured Bollywood dancer Nora Fatehi and was broadcast during the show’s “Third Hour” segment.
Deb’s appearance on Today followed his performance at the official opening ceremony of the 2026 World Cup in Toronto on June 12. There, he played “Siir Siir” alongside Fatehi and French‑Ivorian artist Vegedream, marking the first time a Bangladeshi artist was featured on the official FIFA World Cup 2026 album. The anthem, produced by Deb, blends electronic dance music with pop and South Asian rhythmic elements—a style that has become his signature.
During the Today broadcast, Deb operated a keyboard and mixing console from the studio’s center stage. The set incorporated a troupe of dancers who carried flags from various nations, creating a stadium‑like atmosphere. As the track progressed, the hosts—Matt Lauer, Savannah Smith, and Chris Wheaton—left their desks and joined the performers, dancing to the climax of the song. The segment received widespread praise on social media, with viewers noting the energetic fusion of EDM and Bollywood dance.
Deb’s background illustrates the cross‑cultural reach of his music. Born December 18, 1991, he grew up in San Jose, California, and began his career with a Bollywood/EDM mash‑up that helped him break into the industry. He has worked with artists in Bollywood, K‑pop, and the U.S. Top 40, and has consistently returned to support the Bangladeshi music scene. In Toronto, he wore a jacket embroidered with the Royal Bengal Tiger, the shapla (water lily), and the red‑and‑green colors of Bangladesh’s flag, underscoring his national pride.
The Today performance was part of a broader effort by NBC to celebrate the World Cup’s global reach. By featuring an international anthem and a diverse lineup of performers, the network highlighted the event’s cultural significance. The inclusion of Deb, a Bangladeshi‑American producer, also reflects the growing visibility of South Asian talent in Western media.
The show’s audience reacted positively to the performance. Viewers on Twitter and other platforms shared clips of the set, praising the blend of electronic production and live dance. The segment’s success demonstrates how contemporary music producers can leverage mainstream television to reach wider audiences while promoting their cultural heritage.
In the weeks following the broadcast, Deb has continued to promote “Siir Siir” through live streams and social media, while also engaging with fans in Bangladesh. The performance on Today is expected to boost his profile in both the U.S. and South Asian markets, and may lead to further collaborations with international artists.
At present, the Today episode has aired and the performance is available on NBC’s online platforms. Deb’s appearance on the show marks a milestone for Bangladeshi representation in global music events and underscores the role of television in amplifying diverse musical voices.
